With 15 distribution partners across the country, Quick-Step takes pride in acknowledging the crucially important part independent distribution plays in the company’s continued success.

And what Quick-Step believes to be one of the most integral pieces in maintaining a strong and successful relationship with its partners is simple. According to Shane Calloway, vice president of North American independent distribution at Unilin, one thing its partners appreciate is the company’s ability to listen to needs at the distributor level.

“We are big believers in listening to our advisory council,” said Calloway. “We believe that if we listen to their input, we can actually make some of those things happen for them and it helps to drive our business. It also makes our relationships with our partners even stronger as well.”

Rich Kearsley, senior vice president of sales at Elias Wilf, said the way the Quick-Step team listens to input from distributors is extremely valuable. “I think because of that, we have been able to establish a relationship of trust with them,” said Kearsley. “When you collaborate together and work closely with the retailer as well, that is what makes a great successful relationship. It’s amazing some of the things we have discussed and how many things actually have come to fruition.”

Strengthening relationships at retail

The Quick-Step brand is currently carried by approximately 95 percent of the top 50 retailers as reported by Floor Covering Weekly (FCW) this year, according to Unilin. The company feels that partnering with the right distributors is a key factor in initiating an audience with these top retailers.

“These distributors have developed tremendous relationships at the retail level that have been formed over the last 20 to 30 years on average,” said Calloway. “They have a very seasoned and tenured sales team through distribution, so partnering with the right network has made us much more powerful.”

Calloway also noted that distributors know their markets very well and have keen insights into what will work for the specific audience in their region.

Benefits of distribution model

While some manufacturers are turning to a direct approach, Quick-Step believes strongly in the success of its independent distribution channel. Calloway said the coverage that its distributors provide is second to none.

“Sometimes going direct takes a little longer and you’re forced to figure out how to make it work. Our distributors are very quick and flexible with moving product,” added Calloway.

Craig Folven, vice president at Herregan, said that one thing that makes Quick-Step a valuable manufacturing partner is the understanding of a “true partnership.”

“[Quick-Step] knows that they are a strong manufacturer and they believe in us and our abilities as a strong distributor. We are able to feed off of each other in order to be successful,” he said.

Positive focus on the future

One thing Quick-Step distributors noted as an important tool in maintaining a successful relationship was the Quick-Step Distributor Council.

“A few times a year they offer us the opportunity to speak and offer input,” said Kearsley. “They bring representatives from some of their partners together a few times a year and competitiveness is checked at the door. The forum is an opportunity for us to learn from each other so that we can all benefit.”

According to Quick-Step, the council acts as a means of communicating what the company and its partners have achieved since the previous year’s meeting.

“We go through 2013 and discuss all of the positives and negatives. What needs to be fixed on the negatives and how we can expand on the positives. And most importantly we talk about where we’re going,” said Calloway. “Where we’re going entails first and foremost products, product innovation and what we’re looking to launch in the coming years.”

By involving its distributors in the brainstorming process, Quick-Step believes that not only do distributors have their voices heard, but also allows the company to better equip them with new marketing opportunities at the retail level.

“When it comes to marketing and merchandising, nobody does it better than Paij Thorn-Brooks and Quick-Step,” said Kearsley. “They provide a great blend of technology, new and old. And none of the products we sell are offered at home centers. These things you can’t really put a price on when you need to market a brand.”

Folven noted that Quick-Step provides its partners with a total selling package of complete merchandising units, great representation, a great brand name and is well advertised in the trades as well as to the consumer.

But according to Kearsley, the bottom line comes down to trust. “We like to work with people that we can trust,” said Kearsley. “And when you pair that with people who work as hard as you do, it makes for a very successful relationship.”

Rich Kearsley of Elias Wilf accepts Distributor of the Year award from members from the Quick-Step team